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Millennial Media

ABA11 Winner / How to Enter

Company: Millennial Media, Baltimore, MD
Company Description: Millennial Media is the proven leader in mobile advertising, with the largest mobile media audience in the US. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers and developers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks
Nomination Category: Marketing Awards Campaign Categories - Specialty
Nomination Sub Category: Mobile Marketing Campaign of the Year

Nomination Title: ”Jackass 3D” Global Mobile Advertising Campaign

    Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

        Paramount Pictures teamed with Millennial Media to create the advertising industry’s first global mobile rich media campaign. The campaign was designed to drive excitement and ticket sales for the upcoming Jackass 3D movie release, and represented Paramount’s largest mobile campaign budget to date.

        The campaign leveraged Millennial Media’s extensive global network to reach
consumers on four continents, in ten countries, six languages and across all
major mobile operating platforms (iPhone, Android, BlackBerry, etc). Through
Millennial’s targeting capabilities, the campaign was featured in channels most
likely to reach the Jackass target audience of Adults 17-24.

        Millennial Media worked closely with Paramount and their agency, MEC, to develop
a compelling mobile experience that was relevantly themed with the Jackass
franchise.  The final creative featured HTML 5 Rich Media ad units, and a
unique, in-ad, interactive game.  The game was titled “Whack-a-Jackass,” and
users could play a version of “Whack-a-Mole” with their favorite Jackass
characters. After playing the mobile game, users could share results on Facebook
and visit the movie’s mobile site to purchase tickets, watch a trailer of the
movie, or view photos and additional videos.

        The global mobile advertising campaign delivered higher than average engagement
across all geographic locations and a significant number of consumers played the
interactive game more than once. Jackass 3D brought in $50 million at the box
office in the opening weekend, and over $115 million in the first two months
that the movie was in-market.

    List hyperlinks to any online work samples, videos, images, presentations, news stories, press releases, or other documents that support your case. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

        Link to experience the ads:
http://lp.mydas.mobi/custom/sites/J/jackass3d/index.php?source=ff

        Media Coverage: http://www.mobilemarketer.com/cms/news/advertising/8727.html   

    Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

        The creation, execution and delivery of the Jackass 3D campaign was a
collaborative team effort and true partnership on every level. The Paramount
Pictures team included Michael Rosenberg, Executive Director, Advertising & New
Media.

        The Millennial Media team included Michele Tobin, Vice President, Entertainment,
and Millennial Media’s creative services and delivery teams.